Back in January, one industry commentator predicted that 2013 would be the year of retargeting.

We haven't heard too much about it since, but there's five months still to go.

And US outfit Drawbridge is certainly keen on the technique's promise.

It's just added mobile-to-mobile retargeting features to its mobile advertising suite.

Know your audience

During the beta testing period, Drawbridge claims it enabled clients to achieve 100 percent return on their ad spend when targeting lapsed users.

Indeed, it further claims that targeting groups of active players resulted in 100 percent returns on an intraday basis.

Drawbridge says its tools enables highly flexible targeting, ranging from lapsed users, to users who have not yet made a purchase, or even the most loyal and active users.

And unlike push notifications, which can be switched off, Drawbridge's in-app and mobile web ads can also be used to target users who have turned off alerts.

Better than push

"Marketing efforts in mobile have been concentrated in new user acquisition, as marketers scrambled in the land grab that mobile offered as a platform.

"However, many marketers have already acquired millions or even tens of millions of users; they now need to turn their attention to tools and techniques that allow better engagement marketing towards this user base," says Drawbridge's CEO, Kamakshi Sivaramakrishnan.

"Techniques for re-engagement have been commonly employed in the desktop web, and have even been employed in-app; we are finding, though, that new techniques are highly effective in mobile marketing."

You can find out more about Drawbridge's tools via its website.